ITC has launched a new product line, ‘Right Shift,’ targeting consumers aged 40 and above. The Right Shift brand was announced in July, and its official launch reportedly took place on August 26.

With healthy food items like upma, oats, cookies, and atta, the Right Shift brand focuses on nutrient-rich products, made with only natural ingredients, that supports digestion, strength and energy.

Following this launch, ITC is planning to reach approximately 10 million households, and expand to other food categories.

By 2050, 40% of India’s population will be 45 years or older, said Hemant Malik, ITC’s Executive Director. This age group is increasingly mindful of their dietary choices but often lacks guidance on the right options, he added.

They have the spending power, and food makes up a significant part of their discretionary spending. As a result, ITC sees this as an opportunity to capture a larger market share through innovation and a diverse product portfolio.

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“Happy to announce ITC’s strategic move into a pivotal yet often overlooked market segment – the 45+ age group. They’re actively seeking products that align with their health goals but often struggle to find suitable options. At ITC, we’ve recognised not just the challenge, but the immense opportunity this presents,” Malik wrote on his LinkedIn account, encouraging people to give their suggestions on other ranges that can be added to the Right Shift brand.